经济与管理Issue(8)：65-71,7.
顾客体验、品牌认同与品牌忠诚的关系研究--以苹果手机的青年顾客体验为例
Study on the Relationship during Customer Experience, Brand Identity and Brand Loyalty---The Young Customer Experience of Apple Mobile Phone as the Example
李华敏 1李茸1
作者信息
- 1. 陕西师范大学 国际商学院，陕西 西安 710062
- 折叠
摘要
Abstract
The customer experience can been divided into four dimensions: product experience, service experience, affective experience and social experience through the young consumers of apple mobile phone; and construct the model of the relationships between dimensions of customer experience and brand identity and brand loyalty. The research results show that the effect of each dimension to its brand identity is significant, and the young customer brand identity plays an intermediary role between the customer experience and brand loyalty, which puts forward the enlightenments for the marketing activities of enterprises.关键词
顾客体验/品牌认同/品牌忠诚Key words
Customer experience/Brand identity/Brand loyalty分类
管理科学引用本文复制引用
李华敏,李茸..顾客体验、品牌认同与品牌忠诚的关系研究--以苹果手机的青年顾客体验为例[J].经济与管理,2013,(8):65-71,7.
